Social Networking Profiles & Cultural Dimensions: an Empirical Investigation

Carleen Ramlochansingh, St. John's University, USA
Ryall Carroll, St. John's University, USA
In recent years social networking has become very popular and has propelled websites like MySpace, Facebook, and LinkedIn into the mainstream. As this phenomenon grows and becomes an even larger part of people’s lives, it is extremely important for marketers to understand this new medium. This research investigates the extent to which an individual’s culture is evident in their social networking profiles. To test this we analyzed profiles from three different countries using three of Geert Hofstede’s Five Cultural Dimensions: individuality, masculinity, and uncertainty avoidance.
[ to cite ]:
Carleen Ramlochansingh and Ryall Carroll (2010) ,"Social Networking Profiles & Cultural Dimensions: an Empirical Investigation", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 888-889 .